Saudi Arabia’s branding strategy with Atlético Madrid solidifies its international sports marketing ambitions, enhancing Riyadh Air's visibility and potentially boosting tourism as the country positions itself for global events.
The naming rights deal is significant, with Atlético Madrid stating that this agreement makes Riyadh Air the club's most crucial sponsor in its history undeterred by previous partnerships.
Despite the significant investment in sports, Saudi Arabia faces scrutiny over human rights issues related to migrant workers, complicating its modernization narrative under Vision 2030.
The timeline for the new name’s installation demonstrates quick execution in Saudi Arabia’s sports marketing efforts, aligning with its broader strategy as it nears a potential World Cup hosting in 2034.
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